An Evaluation of Brands Image, Product Attributes and Perceived Quality of a Selected Consumer Non-durable Product

Abstract

According to the author the purpose of the study is to test empirically the conceptualization of consumer brand evaluation: brandimage, brand attitude and perceived quality of a soft drink which is considered as a non-durable product. Ten attributes have been taken into consideration for the study. The findings support brand evaluation for the same product using different factors. Results of the study might be useful to academicians, manufacturers, and other applied researchers. Administration and Management Review Vol. 19, No. 2, Special Issue (2007) pp. 47-63